Heady Times Winter 2018

Winter 2018 | V.97

ORIGLIO BEVERAGE

KEITH

VILLA BLUE MOON

B R E W I N G C O.

Delivering Excellence Seasonals Rethinking Retail New Products Programs G U I N N E S S B R E A K S N E W G R O U N D | W I N T E R S E L E C T I O N S | S H E L F TA L K E R S S T O P T H E S H O P P E R

Letter toTHE TRADE Welcome to the World of Beer 2018

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S YOU KNOW, THE BEST WAY TO DELIGHT YOUR CUSTOMERS and maximize profits in the beer business, is to stay ahead of the trend curve. Consumers want what they want, when they want it and in the format that suits the occasion.

Through our emails, website and Heady Times content, we do our best to keep you informed. But nothing cuts through the clutter like a check list. So we peered into beer’s “crystal growler” for a list of six trends you should expect to see in 2018.

Canning The market is beginning to see a shift from bottles to cans. Cans make beer more portable, they increase freshness and give breweries more space for design and advertising. Check out Twin Lakes’ new offerings on page 12 and Guinness Gilroy Sloth cans on page 13.

IPAs aren’t going away Americans love bold flavors and brewers continue to create IPA styles that consumers can’t resist. From fruity IPAs like Stone Tangerine Express, to hop bomb Sixpoint HI-RES and on to hazy, luscious Sam Adams New England IPA, there’s plenty to be discovered.

In This ISSUE Delivering the Taste of Excellence ��������������� 1 Cover Story ������������������������� 2 Brewer Highlight ����������������� 4 Bella Vista Beer Distributors ��� 5 Whitpain Tavern ����������������� 6 New Products ��������������������� 7

Sessionable beers with great flavor Reflecting the cocktail trend, these beers, like Dogfish Head Namaste White, UFO Apricadabra, Great Lakes Holy Moses and Shiner Strawberry Blonde are low in alcohol and not too sweet, so you can enjoy several, when drinking time is “in session”.

Seasonal Selections ���������� 12

The return of lagers It’s tough to make a great lager, but the best brewers can’t resist a challenge.

Try these innovative, best-in-class examples: Lost Abbey Farmhouse Lager, Sierra Nevada Nooner and Firestone Walker Lager, which is back by popular demand.

Programs ������������������������� 23

A rosé by any other name Loved by men and women alike, the U.S. is now the world’s second biggest market for rosé. Angry Orchard Rosé Hard Cider, made with hibiscus and rare, red-fleshed apples from France, has a floral aroma balanced by refreshing, light tannins found in the best semi-dry wines. More rosé-inspired beverages are no doubt in the offing.

Innovation Leave it to Boston Beer founder Jim Koch to create a totally new beer style.

Sam ’76 is the first beer to be made with both ale and lager yeast. Beer writer Lew Bryson says the liquid “drinks smooth and slippery like a cellaraged lager, but with the round body of an ale.”

Of course, this edition of Heady Times features many more products that are trending. But, I know what you’re thinking… how am I going to inform my customers about all these new products? Your friends at Origlio have you covered.

Turn to Rethinking Retail on page 29 for an explanation of our website’s latest feature, shelf talkers. Free, full-color and filled with information, they will sell beer (and more of it) the way wine is sold. Now that’s a trend I’d love to see in 2018.

As ever, thanks for making Origlio your partner in the beer business.

Available Year-Round Perfect for the Season ������� 22

Rethinking Retail �������������� 29 Web ordering is now available to all Origlio Beverage customers.

To place your beer order online, contact your Origlio sales rep today!

To receive weekly emails of upcoming releases from Origlio Beverage, please send your email address and the name of your account to socialmedia@origlio.com or text ORIGLIOBLAST to 22828.

®

Sincerely,

Dominic Origlio President

Heady Times is published five times a year, courtesy of Origlio Beverage.

DeliveringTHE TASTE OF EXCELLENCE Find Out More About Origlio’s Employees Harry Anen Delivery Service Representative

How long have you been with Origlio Beverage? 10½ years.

But I’ve been in this business for 30 years.

Which areas do you service? I covered Lower Bucks County for nine years. Now, I float across Origlio’s five county footprint.

How do you provide the best service to customers? By understanding customers’ needs and preferences, and doing all that I can to accommodate them. I take tremendous pride in servicing my customers at a high level.

What do you like to do when you’re not working? I consider myself an outdoorsman. I find peace in boating and fishing with my loved ones.

If you could be anywhere, drinking any beer, where would you be and what beer would you have in your hand? I’d be on Buttonwood Beach in Maryland, at my vacation home, with an ice-cold Great Lakes Eliot Ness.

Jessica Reilly Account Specialist

How long have you been with Origlio Beverage? Three years in June.

What does your job entail? I take customer orders over the phone and I reconcile the drivers’ invoices when they return from their stops.

What do you like most about your job? I love the people I work with, both customers and co-workers. This industry is full of down to earth people – it’s nice to be able to interact with them every day.

What does it take to be a top-notch Account Specialist? Sometimes we are on the phone with customers for a long time, so it takes patience, understanding and maybe even a sense of humor.

What do you like to do when you’re not working? When I’m not at work, my time is devoted to my two year-old son. Whether it’s going to the playground, taking a trip to Sesame Place or binge watching cartoons, I cherish every moment.

If you could be anywhere drinking any beer, where would you be and what beer would be in your hand? I would be on Clearwater Beach, drinking a White Claw Black Cherry Hard Seltzer.

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CoverSTORY Blue Moon A-Rising In 2017, sales of Blue Moon Belgian White, the country’s largest craft brand, were up 9% according to I.R.I. Now, as the brand’s newest release Blue Moon Mango Wheat begins its ascent, some say it has the star power to “eclipse” the original.

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HOOSING WHICH BEERS WILL DELIGHT YOUR CUSTOMERS AND drive sales can be a difficult and confusing task nowadays. Beer styles and releases have never been more varied or outrageous.

Beer drinkers are more adventurous and more finicky than ever before.

And there is an endless stream of new beers and breweries popping up every day. With our business changing at breakneck speed, it’s hard to remember how this all got started – not to mention the trailblazing beers that were there at the beginning and continue to drive volume today.

Once in a Blue Moon One such beer appeared in 1995. After receiving his PhD in brewing at a prestigious Belgian school, master brewer Keith Villa returned to Denver’s Sandlot Brewery located in Coors Field, home of the Colorado Rockies, and dreamed up the Belgian-style wheat ale that would end up taking America by storm: Blue Moon. “At that time, drinkers weren’t necessarily used to seeing a hazy beer, much less one garnished with an orange,” explains Cris Rivera, Blue Moon’s National Craft Director. “But, once they tried it and realized it was not only refreshing, but sessionable and delicious, people became more open-minded to trying other unique styles of beer.”

By today’s standards, Villa’s Blue Moon Belgian White is thought of as a “gateway beer” – one that helps drinkers transition from approachable domestics like Coors Light to the world of craft, where IBUs and exotic hops reign supreme. But at the time, this craft brewer’s recipe was truly revolutionary. “Blue Moon opened American drinkers’ minds to what was possible when it came to great tasting beer, allowing them to accept twists to what was, up to that point, considered ‘normal’,” says Rivera.

More than 20 years later, the creative brewers at Blue Moon continue to deliver on their mission to brew interesting, sessionable, American wheat beers, like Mango Wheat and Cinnamon Horchata.

Blue Moon Mango Wheat Lands a GABF Silver Medal After experimenting with limited releases and seasonal offerings for several years (Cappuccino Stout, Belgian Table Pils, White IPA) the folks at Blue Moon decided to focus on what they do best… making flat-out stellar wheat beers. And wouldn’t you know it? They hit a homerun. “Our Mango Wheat earned a silver medal at the Great American Beer Festival and was a huge hit at the brewery,” says Rivera. “So we knew our fans across the country would love it too.”

Following the success of Mango Wheat, now available year-round, the team at Blue Moon conjured up another outstanding beer: their new winter seasonal, Blue Moon Pacific Apricot Wheat.

As with his original recipe, Villa got the inspiration for this new beer while traveling abroad. Rivera explains, “He got the idea for this refreshing, 2

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aromatic beer, while vacationing in Scandinavia. One day as he passed by an artisanal bakery, the smell of freshly baked bread with cardamom filled the air. That scent inspired Keith to brew a beer with fresh apricots and a touch of cardamom.”

This winter seasonal has already proved to be a perfect alternative to heavy stouts and porters.

New Year, New Look A good brewery doesn’t just innovate by brewing new beers, a good brewery looks at every aspect of their business with an eye for reinvention – and that’s exactly what Blue Moon did for its packaging in 2018.

“Packaging evolutions allow Blue Moon to play in more occasions and offer additional value to our drinkers,” says Rivera. Cans have become the format of choice for younger drinkers. So this year, Blue Moon will replace the 12-pack can package with a 15-pack. “We’ll be launching the 15-pack cans just in time for summertime get‑togethers.”

Reaching a Diverse Audience Blue Moon is also well positioned to combat a growing concern in the beer industry – younger drinkers veering away from beer as their number one beverage of choice.

Villa and his team will leverage their light, refreshing wheat beer portfolio to bring those drinkers back to beer. “We’re excited to reach spirits drinkers with a new and inventive mixology program,” says Rivera. “Nationally, we’ll be introducing four Blue Moon cocktail recipes to get people thinking a little differently about our beer and cocktails.”

CoverSTORY Blue Moon: Selling the Portfolio Like any dynamic brewery, Blue Moon’s portfolio is always in flux – new beers, new packages and new additions to their core lineup. Check out what’s on the docket for 2018.

Year-round Releases And as luck would have it, 2018 will also provide a once-in-a-blue-moon marketing opportunity. “Believe it or not, in 2018 there will be not one, but two blue moons in one calendar year, which is extremely rare,” says Rivera. With the first happening January 31st and the second in late March, Blue Moon will celebrate these lunar events with a program called “Double Blue Moon” featuring themed Snapchat filters and other interactive elements still in development.

Belgian White Mango Wheat Cinnamon Horchata Share Pack Variety

New Packages Belgian White 24 oz. Cans Belgian White 15-pack Cans

Remaining True To Their Craft Roots

Brewer’s Select Seasonals

While there is no doubt Blue Moon is a global player in the beer game, they still find ways to keep that crafty mindset that led to their groundbreaking Belgian-style wheat ale back in 1995. Just last year, they opened a brand new brewery and restaurant in Denver’s River North Art District (also known as RiNo). “We like to say that our RiNo brewery is our dedicated canvas for creating, testing and enjoying new Blue Moon beers,” adds Rivera.

Summer Honey Wheat

The new brewpub harkens back to the scrappy, innovative attitude that put Blue Moon on the map. This 20-barrel brewhouse is where Blue Moon develops their experimental, super-limited batches you won’t find anywhere else – well, unless it happens to be a huge hit with the locals. “Mango Wheat got its start at RiNo,” Rivera says. “People loved it, so we released it nationally. Our new brewery is a great place for us to allow fans to sample new beers and determine what specialties we might offer nationally.”

With more than 24 one-of-a-kind beers rotating on and off their RiNo taps at any given time, and with runaway hits like Mango Wheat and Pacific Apricot Wheat, you can bet that Blue Moon will have more surprises in store for their fans down the line. “Over the years, we’ve delivered on our mission to innovate and brew the absolute best wheat beers for our fans, and there’s still so much more we’re excited to explore.”

Harvest Pumpkin Wheat Pacific Apricot Wheat

Blue Moon Mango Wheat on Draught Blue Moon Mango Wheat draught will debut on March 1st, in time for the 2nd actual Blue Moon of 2018 that will occur on March 31st.

Did You Know?

First brewed at the Sandlot Brewery in Coors Field Baseball Stadium, Blue Moon Belgian White’s original name was Belly Slide Belgian White.

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BrewerHIGHLIGHT Guinness Celebrates Another Historic Milestone and Breaks New Ground Stateside

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N OCTOBER OF 1817, EIGHT HOGSHEADS OF PORTER (A HOGSHEAD is roughly 62 U.S. gallons of beer, or 2 modern barrels of beer) were exported from Dublin to Charleston, South Carolina – and beer in America was never quite the same. “It’s an understatement to say that we’re incredibly excited to celebrate 200 years in the U.S.,” says Guinness Brewery Ambassador Chris McClellan. “We’re grateful to see so many Guinness fans out there, 200 years after that first shipment.”

While the name Guinness conjures an image of a creamy, dark stout fresh off the tap, McClellan explains why his brewery is so much more than that – “The term ‘innovation’ is used a lot these days, and I don’t want it to get too watered down. Innovation can certainly come from producing interesting new beers, but we’re focused on pushing the needle in other ways as well, and this has really helped shape our legacy and heritage.”

Thankfully, Guinness’ legacy and heritage will be tied to America for centuries to come! Its new, state-of-the-art brewery in Maryland will be a hub of innovation here in the states. “Guinness has been in America for so long, it only makes sense for us to have an actual, physical home for our brewery stateside,” says McClellan.

So what else is on the docket for Guinness in 2018?

It’s going to be an exciting year, and McClellan gave Heady Times an exclusive peek behind the curtain.

1. T he new Maryland brewery will be called the Guinness Open Gate Brewery & Barrel House. The facility will offer a full consumer experience. As a production brewery, it will be the home of Guinness Blonde American Lager.

2. T he brewery is investing $70 million into the project, which will create at least 70 new jobs.

3. T he Guinness brewers at Open Gate will work closely with the Maryland brewing community, showcasing some unique collaborations in the near future.

4. G uinness has already assembled a world-class brewing team for their new facility. “We’ve hired Hollie Stephenson (formerly of Highland Brewing in Asheville, NC) who will take up the mantle of Head Brewer and Peter Wiens (a former Brewmaster at Stone’s Richmond brewery) as our Brewmaster,” says McClellan.

5. L ast year Guinness donated $100,000 to hurricane relief in Houston through their Give A ’Stache Campaign, which will be returning in 2018.

6. S peaking of that famous Guinness ’stache, “A good foam ’stache means you’re drinking your pint correctly,” says McClellan. “You have to drink underneath the foam to get the proper ratio of creamy, delicious stout and aromatic, bitter foam.”

7. “ We were one of the first breweries, if not the first, to successfully export beer to most of the globe,” says McClellan. They were also one of the first companies in the world to offer their employees healthcare, lodging and continuing education.

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Guinness Brewery Ambassador Chris McClellan

8. T heir new Maryland-based Open Gate Brewery is not their first facility in America. McClellan says, “We actually opened our first facility in the U.S. in the late 1940s in Long Island City, Queens, NY. Most people don’t know that. That facility shut down by 1955, but Maryland will be our triumphant return.”

9. S t. Patrick’s Day 2018 promises to be the biggest yet! “We’re going to have as much fun as possible! And of course, we’ll be doing it responsibly,” says McClellan. “We’ll be including more events, POS and a healthy amount of media coverage. It will be hard to top last year’s efforts, but I think we can do it.”

10. T he Maryland brewery is still under construction, but the test taproom is now open. McClellan encourages Guinness fans to, “make sure to stop by if you’re in the Baltimore area. While we’re always focused on our core portfolio of stouts, there will be some big surprises coming out of the new tasting room.”

Off-PremiseSPOTLIGHT Bella Vista Beer Distributors Bella Vista applies the “science of retail”, adapting to today’s changing beer landscape.

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HEN THE RECENT 12-PACK AND 6-PACK LAWS WENT INTO effect in Pennsylvania, Bella Vista was determined not only to incorporate these new packages into their lineup, but use them to completely transform the way they market their beers and engage with their customers. In the past, Vice President Jordan Fetfatzes adopted business techniques from other successful beer retailers – but with the off-premise industry changing in PA at record speed, Fetfatzes now strives to replicate the shopping experience a customer might have at a store like Target. The results are paying off in spades.

VP of Bella Vista Beer Distributors Jordan Fetfatzes

Heady Times (HT): You’ve just undergone a major renovation.

What changed?

Jordan Fetfatzes (JF): Well the law changed, so we had to adapt. We decided to double down and invest in our store, top to bottom. We really wanted to focus on the actual science of retail, which is used in stores like Target and Walmart. We let those strategies drive the changes in our store. Pretty much everything was affected by that shift. We repainted, installed heating & air conditioning and new marker signs. There’s a uniformity to Bella Vista now. But we’re transforming the less noticeable things as well. Take our lighting for instance. We positioned it in a way that doesn’t cast any shadows. We installed soft wood features for our counters and shelves as opposed to cold steel. And we switched from hand trucks to actual shopping carts. You wouldn’t think so, but small changes like these can have a huge impact on the way people shop.

We’ve found that customers actually put more product in a shopping cart because it’s at waist level. It’s easier to load and unload shopping carts even though they seem smaller. They actually hold more.

HT: So these techniques have had a direct impact on your sales?

JF: Oh yeah. Some retailers were worried when the 6 and 12-pack laws went into effect. And with good reason. It shook up the industry. But we’ve found that our volume hasn’t decreased at all. Instead of buying one case, we’re seeing customers put 5 or 6 different 6-packs in those shopping carts. They mix it up with a single bottle and maybe a four pack here and there. So our ring average is actually $11 higher than it was before the law changed. It’s one of those things where you’re doing more for your customer in terms of service, but you’re still making money in the end.

HT: What would you say your ratio is in terms of customers who come in looking for craft beer vs. domestic?

JF: I’d say the ratio is about 50-50. It’s that high. We offer variety because that’s what our customers want. If all they wanted was domestic premiums, that’s what we’d stock, but the reality is, variety is what they look for. The domestic offerings, to me, are like the eggs, bread and orange juice at a grocery store. You get them every time you come in.

In terms of our craft customers, we benefit from being in Center City.

This area is savvy and enthusiastic about craft. I’ve always believed

you’re only as good as your neighbors and your customers. Fortunately for us, we have about 15,000 residents in a six block radius.

HT: With all the changes to your store and to your marketing strategy, have you seen your customer base change at all?

JF: For sure. We’re seeing new customers as well as more frequent visits from our regulars. A lot of people who didn’t come here before because the law only permitted case sales, are now stopping in for a 6-pack.

HT: Other than the change in the size of the packages you sell, which of your new strategies has improved sales the most?

JF: The secret to keeping new customers coming back is that nothing in here is stagnant. Everything gets moved, everything evolves. Beer is rotated in and out – displays, tables, they all change. We call those points of interruption and we always want them to pop – always want to make sure we engage our customers in new ways. We want them to stay on their toes and have a fresh feeling every time they walk in. It’s all about the science of retail.

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On-PremiseSPOTLIGHT Whitpain Tavern Whitpain Tavern is a place where friendly staff, great food & brews and talented musicians collide. Who knew “cabin fever” could be so good?

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HAT’S UNIQUE ABOUT WHITPAIN TAVERN? THERE IS always something exciting happening. “No matter what day of the week it is, there is always something fun going on here,” says GM Alex Woodland. Alex’s husband, Pat Tronoski, has owned the Montgomery County tavern since 2000. But, the building situated on Dekalb Pike in Whitpain has been around for Bartender Margie Janes (left) with GM Alex Woodland almost 100 years. With an interior that looks like a cabin you’d HT: Let’s talk about beer. Tell us about find in the Pocono Mountains, complete with log-lined walls and your lineup. exposed beams running across the ceiling, this neighborhood haunt is a welcoming spot for families, sports fans and music lovers alike.

AW: We offer 24 draughts and about 50 It’s where locals escape when they want to experience “cabin fever,” bottles options. We carry a good mix of tavern style. domestics, imports and crafts. People love IPAs – Lagunitas is one of our best sellers, Heady Times (HT): Do you really offer something exciting for your but we also do really well with Blue Moon. customers every night of the week?!

We always have it on tap, whether it be Alex Woodland (AW): Yes! It’s important to us that our customers are Belgian White or one of their seasonals. entertained. Monday nights are obviously big football nights, so we offer HT: Do you host any private parties happy hour specials during the games. Every Tuesday night, we have a or events?

Tarot card reader come in to read peoples’ fortunes. Wednesday nights are dedicated to a trivia challenge and Name That Tune, hosted by DJ AW: We do. Our enclosed deck/porch, Dave Boice, while Thursdays are open mic nights run by Matt Perkins which can be completely open in nice of the Sofa Kings. On the weekends, local bands play and sometimes weather, is the perfect spot to hold an we have comedy shows. Throughout the week, we throw in different event. From baby showers and reunions food and drink specials. We are also hosting a murder mystery party in to rehearsal dinners and holiday parties, I January. It’s a Mafia theme and guests are going to dress up, so that would say we host a party every week. It should be a lot of fun. Like I said, there is always something going on. works out well because the guests have their own space, so it doesn’t disrupt the HT: Wow, that’s some lineup! So, what makes this a family-friendly bar area or our diners. place?

AW: There’s a bunch of things. We have an extensive menu that covers all the bases, so there is something for all ages. And we’ve made a game out of the huge gumball machine in the corner. If you get a green gumball, you win a free T-shirt. However, sometimes it seems that more adults than kids try to win. And we recently hosted a brunch with Santa that included a hot buffet, with a carving station, and made-to-order omelets. It was a big hit with the kids.

I would say by 10 PM the crowd shifts and the bar crowd shuffles in. Our kitchen is open until 2 AM, which makes guests very happy because they don’t have to stop at WAWA on the way home! People are obsessed with our pizza… and I have to say, it is amazing.

HT: Yum! What else on the menu sells well?

AW: Everything is made from scratch, so it’s all really good. We are known for our specialty sandwiches, pizza, burgers and wings, but we also offer everything from seafood to filet. On Tuesdays, hamburgers are $2.00 off. An entire page of the menu is dedicated to our extensive variety of burgers and you can even build your own! We recently added seven kinds of sliders to the menu and they’ve become very popular too.

HT: What do you think gets people to come to Whitpain Tavern and what keeps them coming back?

AW: I think word of mouth and social media get them in the door. We post regularly on Facebook and Instagram, mostly about our food and drink specials, upcoming events and entertainment. I would say what keeps people coming back is the comfortable, friendly and fun atmosphere we provide.

Our staff goes out of their way to make people feel welcome and happy. And Pat is a very hands-on owner, who is extremely passionate about the business. We both are… it’s our baby. He is here every single day and he literally checks on each and every table. He wants to make sure customers are having the best experience.

We call him the hostess with the mostess.

WhitpainTavern.com • 1529 Dekalb Pk., Blue Bell • 610-272-2525 6

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NewPRODUCTS Two Hats

Henry’s Hard Lemon-Lime Soda

What do you get when you add a hint of fruit flavor to crisp, light beer? You get good, cheap beer. Wait, what? You actually get new Two Hats beer in two tasty flavors – pineapple and lime.

Two Hats Pineapple Well-balanced, with the hint of all-natural pineapple complementing the malt notes, Two Hats Pineapple has a crisp, clean and refreshing finish. ABV: 4.2% Package: 16 oz. cans only Availability: Year‑round, beginning in February

Two Hats Lime Light-bodied and smooth, Two Hats Lime is well-balanced, with the hint of all-natural lime that easily complements the malt notes in the beer. ABV: 4.2% Package: 16 oz. cans only Availability: Year‑round, beginning in February

Redd’s Wicked Watermelon Redd’s Wicked is adding a new, year‑round flavor to its wicked family. Infusing watermelon with crisp apple for an intensity that starts strong and finishes smooth, new Wicked Watermelon is the ultimate refreshment for anyone looking to get a little wicked. ABV: 8% Packages: 10 oz. cans and 24 oz. cans Availability: Year‑round, beginning in March

Henry’s Hard Sparkling Water Gets a New Look Henry’s Hard Sparkling is popping back onto shelves with a bright and bubbly new look of its own – in slim cans. Now that this spiked water has a new shape, it’s ready to mingle with all the devoted sparkling water drinkers out there. ABV: 4.2% Package: 12 oz. cans only Availability: Year‑round, beginning in March

Henry’s Hard Sparkling Water Variety Pack This mix pack includes 3 flavors of Henry’s Hard Sparkling in 12 oz. cans: Lemon Lime, Passion Fruit and Strawberry Kiwi. Availability: Year‑round, beginning in March

Henry’s is once again treating its drinkers to a taste of times gone by. Launching in 2018, Henry’s Hard Lemon-Lime Soda has a refreshing lemon-lime, tart taste balanced by a moderate confectionary sweetness.

ABV: 4.2% Package: 12 oz. bottles only Availability: Year‑round, beginning in January

Corona Premier Corona Premier is a sophisticated new choice for consumers who are looking for an elevated light beer experience. It’s a perfectly balanced, sessionable, premium light beer with an exceptionally smooth taste. And with 2.6 grams of carbs and 90 calories, Corona Premier is ideal for consumers who want refreshment, without being weighed down. ABV: 4% Packages: 12 oz. bottles, 12 oz. cans and 24 oz. cans Availability: Year‑round, beginning in March

Pacifico 12 oz. Cans Previously available in 12 oz. bottles, 24 oz. cans and draught, Pacifico will soon be available in 12 oz. cans as well. This easy-drinking lager is made of high-quality malts, resulting in a crisp, hearty lager, with a taste profile of grass-citrus & ocean mist and a malty hop accent. Its quality, style and independent spirit appeal to all beer drinkers, particularly those who love craft beer. ABV: 4.4% Availability: Year‑round, beginning in March

Abita Hop-On The newest addition to Abita’s year‑round lineup, Hop-On is a juicy pale ale, packed with Citra, Cascade and Ekuanot hops to deliver refreshing tropical notes. This beer is vibrant, light gold in color with a ‘juiced’ haziness.

ABV: 6% Packages: 12 oz. cans and draught Availability: Year‑round, beginning in March

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NewPRODUCTS Samuel Adams Sam ’76 This totally new beer style from the independent, American craft brewer, Samuel Adams is brewed with a single goal in mind: to give you a beer that’s uniquely drinkable, flavorful and aromatic. The final recipe, made with ale and lager yeast, is the perfect balance of a light-bodied, smooth beer with a slightly juicy flavor and tropical & citrus aroma.

ABV: 4.7% Packages: 12 oz. cans, 16 oz. cans and draught Availability: Year‑round; cans beginning in January, draught in April

Samuel Adams Rebel Anytime IPA This beer’s huge citrus hop aroma gives way to grapefruit, tropical fruit and floral notes. The lightbodied mouth feel balances the hops for a bright, crisp IPA that’s perfect anytime, whether you’re unwinding after work or enjoying a day at the beach. ABV: 4.7% Package: 12 oz. cans only Availability: Year‑round, beginning in January

Samuel Adams New England IPA Unlike classic American IPAs, New England IPAs are purposely unfiltered, providing a burst of fruited hop aroma and a luscious mouth feel. Sam Adams’ version has a delightful, citrusy hop flavor that isn’t overly bitter, with a clean, smooth finish that will leave drinkers wanting another sip.

ABV: 6.8% Packages: 16 oz. cans and draught Availability: Year‑round; draught beginning in February, cans in April

Angry Orchard Rosé Hard Cider Angry Orchard Rosé uses a combination of hibiscus and fresh juice from rare, red-fleshed apples sourced in France. This cider has a floral aroma, is apple forward in taste and complemented by refreshing, light tannins, similar to semi-dry wine. ABV: 5.5% Packages: 12 oz. bottles and draught Availability: Year‑round, beginning in February

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Truly Spiked & Sparkling Wild Berry The more, the berrier with Truly Wild Berry. A mix of strawberries and raspberries from California, with Marion blackberries, brings the natural sweetness and juiciness of fresh-picked berries to this refreshing blend, complete with a bubbly mouth feel and clean finish. ABV: 5% Package: 12 oz. slim cans only (also available in the Truly Berry Mix Pack) Availability: Year‑round, beginning in February

Truly Spiked & Sparkling Berry Mix Pack Truly’s new 12 oz. can Berry Mix Pack includes a wonderful mix of spiked & sparkling seltzers: Wild Berry, Blueberry & Acai, Raspberry & Lime and Pomegranate.

Availability: Year‑round, beginning in February

Twisted Tea Blackberry The newest offering from Twisted Tea is a refreshing, hard iced tea with a blackberry twist. ABV: 5% Package: 24 oz. cans only Availability: Year‑round, beginning in January

Sly Fox Vulpulin IPA (Vul’·pew·lin): of or relating to a fox-like creature grown entirely out of hop bines.

Hop farmers of the Pacific Northwest have reported sightings of an ethereal creature romping around their hop yards under the full moon. The Vulpes Lupulus has been described as a creature made from the bines themselves, causing the plants to wave and dance in the moonlight even when no breeze is present. While no hard evidence has been documented, Sly Fox happens to believe in these wild tales. Their latest beer embodies the spirit of this mischievous hop farm dweller. Bursting with Citra, Mosaic, Centennial and Cascade, Vulpulin IPA grabs your senses and takes you on a midnight frolic through the hops yards. ABV: 6% Packages: 12 oz. cans and draught Availability: Year‑round, beginning in March

NewPRODUCTS Mike’s HARDER Variety Pack This exciting new variety pack features 16 oz. cans of: Mike’s HARDER Lemonade, Strawberry, Blood Orange and Purple Grape. The multipack offers the opportunity to upsell HARDER consumers to a pantry-loading purchase of 8 pack cans.

Availability: Year‑round, beginning in January

Less Calories for White Claw Hard Seltzer

Sierra Nevada BFD (Beer For Drinking) There are days when you want a beer – just a beer – that hits all the right spots. Well, this is it. No snifters required, no special occasions, just an unfussy, uncomplicated, hoppy blonde ale brewed to fit in, no matter where it goes. This isn’t beer for collecting, this is beer for drinking. ABV: 4.8% Packages: 19.2 oz. cans and draught Availability: Year‑round, beginning in March

Sierra Nevada Sidecar IPA

White Claw Seltzer Works will be reducing the calorie count in White Claw Hard Seltzer 12 oz. cans from 110 to 100 calories starting January 1st. This will be done by reducing the amount of pure cane sugar and increasing the natural flavors.

White Claw Hard Seltzer will continue to contain only natural flavors and no artificial sweeteners, but with less calories. White Claw’s alcohol base will remain the same and is still the cleanest, gluten-free alcohol base possible, with no crystalline fructose, dietary fiber or preservatives added.

This spring, Sidecar IPA will replace Sidecar with more hops and more orange. Sierra pushed the complex and citrus-heavy flavors of hops to a new level with this orangeinfused IPA. Combining bright and bold hops, with real orange in the fermenter, creates layers of citrus-crazy flavors, yet it maintains a balance and a crisp hop bite that make it the perfect aromatic IPA. ABV: 6.8% Packages: 12 oz. bottles and draught Availability: Year‑round, beginning in March

White Claw Hard Seltzer 19.2 oz. Cans

Sierra Nevada Otra Vez Revamp

This winter, White Claw Black Cherry and Ruby Grapefruit will be available in 19.2 oz. cans. These 12 packs are perfect for consumers looking for smaller pack offerings and single serve options. 73% of consumers say packaging options that are portable are important to them and millennials who live active lifestyles are looking for convenient packages. ABV: 5% Availability: Year‑round, beginning in January

Sierra Nevada Hazy Little Thing IPA Although they are all the rage, a hazy IPA has not been nationally distributed… until now. This hop-heavy, unfiltered IPA is a hazy little thing. ABV: 6.7% Packages: 12 oz. cans and draught Availability: Year‑round, beginning in January

Sierra’s Otra Vez is being revamped, with a new liquid and new packaging!

The brewers combined the classic flavors of lime and blue agave nectar in a tart, gose-style beer for the ultimate answer to the heavy heat of the day. The bright lime flavor helps wake up the palate, while the mild sweetness of the agave rounds out the tangy zip of the citrus fruit.

Light and refreshing, this all-new Otra Vez will have you calling for another round. ABV: 4.9% Packages: 12 oz. cans and draught Availability: Year‑round, beginning in March

Sierra Nevada Nooner and Otra Vez: Cans Only This spring, 12 oz. bottles of both Nooner Pilsner and Otra Vez Gose Ale will be discontinued.

Both will be available in 12 oz. cans and draught.

Availability: Year‑round, beginning in March

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NewPRODUCTS Shiner Bock 24 oz. Cans Introducing 24 oz. cans from Shiner – one of the hottest configurations currently in the retail channel, as well as large venues and arenas. A unique selling proposition within the craft segment and the newest addition to the Shiner family, this can is set to do some big things. ABV: 4.4% Availability: Year‑round, beginning in February

Shiner Light Blonde Shiner Light Blonde is light done right. Don’t ask how Shiner packed so much flavor into just 99 calories – they’re not telling. This smooth, easy-drinking beer is brewed with the same handcrafted, smallbatch pride you expect from the Texas-based brewery.

ABV: 4.2% Packages: 12 oz. bottles and 12 oz. cans Availability: Year‑round, beginning in March

Fürstenberg Black Forest Pils Fürstenberg’s brewing tradition dates back to 1283 when this beer was first enjoyed in the Black Forest region of southwestern Germany. Bright golden in color, Black Forest Pilsner is crisp, smooth and refreshing with distinctive hop notes and a bitter finish. The distinguished green label and creative design reflect the history and culture of the Black Forest. ABV: 4.8% Packages: 12 oz. bottles and draught Availability: Year‑round, beginning in March

The Lost Abbey Farmhouse Lager Starting with an initial malt sweetness that fades into a firm yet subtle hop presence, this beer finishes crisp and smooth thanks to the lager yeast and cold maturation. ABV: 5.8% Packages: 12 oz. bottles and draught Availability: Year-round, beginning in January

The Lost Abbey Devotion Blonde The Lost Abbey brewed this light, crisp and refreshing blonde ale in homage to those who have brewed before them, who maintained a steadfast devotion to their craft. This blonde ale begins with a subtle hop character from the dryhopping, which is followed by a thin layer of malt and notes of fresh hay and grassy fields, with a nice, dry finish. Let Devotion guide you on your journey. ABV: 6% Packages: 12 oz. bottles and draught Availability: Year-round, beginning in January

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Dogfish Head Namaste White Cans This winter, in addition to 12 oz. bottles and draught, DFH Namaste White will be available in 12 oz. cans as well. Namaste White is a Belgian-style white ale brewed with dried orange flesh and peel, fresh-cut lemongrass, a bit of coriander, peppercorns and a healthy dose of good karma.

ABV: 4.8% Availability: Year‑round, beginning in January

Dogfish Head Lupu-Luau Now Available Year‑round Previously a seasonal, this year, Lupu-Luau will be available year‑round. Brewed with a tropical trifecta of toasted coconut, dehydrated coconut water and an experimental hop with coconut aromas, LupuLuau gets its natural haze from pils malt, flaked barley and rolled oats. One of the special ingredients used to make this beer is an experimental hop that throws coconut aromas. Dogfish has secured the vast majority of the domestic crop of this unique hop for years to come. ABV: 7.3% Packages: 12 oz. cans and draught Availability: Year‑round, beginning in January

Dogfish Head Wood-Aged Bitches Brew DFH is bringing Bitches Brew back, but this time, this bold, dark, Imperial stout is aged in their oak & Palo tanks. Originally brewed in honor of the 40th Anniversary of the release of Miles Davis’ 1970 landmark Jazz fusion record, Bitches Brew, is a gustatory tribute to that analog masterpiece. Like Jazz fusion, which blends different musical styles, Bitches Brew is a fusion of three threads of Imperial stout aged on oak and one thread of Tej – a native African honey beer aged on Palo. According to Dogfish founder and president, Sam Calagione, this ale is best enjoyed “sipped cool, not cold, from a snifter or red wine glass, while listening to the Bitches Brew album.” ABV: 9% Packages: 12 oz. bottles and draught Availability: Year‑round, beginning in January

Ballast Point New Can Offerings This winter will see four Ballast Point products available in new can packages.

Availabile year‑round, beginning in January: Unfiltered Sculpin 12 oz. cans & Manta Ray 12 oz. cans Available year‑round, beginning in March: Sculpin 16 oz. cans & Fathom 16 oz. cans

NewPRODUCTS Stone Tangerine Express IPA 12 oz. Cans To make this beer, Stone uses whole tangerine and pineapple puree, which brings crisp bitterness to the juicy, bright citrus and tropical fruit flavors. But the fruit doesn’t outshine the beer, and this one still holds its own as a big, bold IPA. Introduced as a year‑round beer in early 2017, Stone Tangerine Express IPA is now available in 12 oz. cans nationwide. ABV: 6.7% Availability: Year‑round, beginning in January

Stone Scorpion Bowl IPA In a time of fruit-dominated IPAs, Stone Scorpion Bowl IPA masters the fruity appeal with absolutely no fruit additions. This juicy IPA anomaly is brewed with heroic hop know-how. A year‑round addition to Stone’s lineup, it combines the floral and citrus notes from Mosaic, Loral and Mandarina Bavaria hops to dish up a mouthwatering fruit punch to the palate.

ABV: 7.5% Packages: 22 oz. bottles and draught Availability: Year‑round, beginning in February

Firestone Walker Nitro Merlin Milk Stout Firestone Walker’s Velvet Merlin stout has been transformed into a mind-blowing mouthful known as Nitro Merlin Milk Stout. The new ingredient is lactose, a.k.a. milk sugar. When Velvet Merlin is brewed with milk sugar to create Nitro Merlin Milk Stout, the effect is similar to adding cream to your dark roasted coffee. The wizardry comes via “nitro,” the brewing nickname for nitrogen gas.

ABV: 5.5% Packages: 12 oz. cans and draught Availability: Year‑round, beginning in January

Firestone Walker Lager Firestone Walker created their first Lager in 2000, and it proved to be well ahead of its time. Now it’s back, new and improved, for those who finally want a better lager. ABV: 4.5% Packages: 12 oz. cans and draught Availability: Year‑round, beginning in February

Heavy Seas AmeriCannon The newest addition to the Cannon family, AmeriCannon is a bold pale ale that’s been double dry-hopped with Centennial hops and Simcoe lupulin hop powder. With an ABV that won’t turn you into a Loose Cannon, it’s a true celebration of American independence.

The first Heavy Seas beer to utilize lupulin hop powder, AmeriCannon is an intensely flavorful pale ale and the first Heavy Seas beer to carry the Brewers Association Independent Craft seal. AmeriCannon embodies everything that Heavy Seas stands for: Fearless. Bold.

Independent. ABV: 5.75% Packages: 12 oz. bottles and draught Availability: Year‑round, beginning in January

Great Lakes Holy Moses To Be Available Year‑round Previously a Great Lakes spring seasonal, Holy Moses White Ale will be available year‑round, beginning this winter! Orange peel, coriander and chamomile stake their claim in this unfiltered white ale, named for Cleveland’s founder, Moses Cleveland.

ABV: 5.4% Packages: 12 oz. bottles and draught Availability: Year‑round, beginning in January

New Addition To The Great Lakes Variety Pack Beginning this winter, the Great Lakes Variety Pack will feature Commodore Perry IPA in place of Burning River Pale Ale. It’s hard to choose just one of this brewery’s awardwinning, handcrafted beers – trust us, we’ve tried. Hence this collection of hoppy, malty crowd pleasers. See? You really can have it all. Included in the updated variety are: Dortmunder Gold Lager, Eliot Ness Amber Lager, Commodore Perry IPA and Edmund Fitzgerald Porter. Availability: Year‑round, beginning in January

A New Look For Straub 1872 Lager Straub’s 1872 Lager has a new look with the same crisp, full-bodied taste! As a tribute to the brewery’s founding father, Peter Straub, 1872 is a classic Pre-Prohibition style lager, modeled after a time when pale lagers had more color, a more pronounced malt flavor and were a touch hoppier. ABV: 5.4% Packages: 12 oz. bottles and draught Availability: Now, year‑round www.origlio.com HeadyTimes v.97 11

NewPRODUCTS Green Flash Remix IPA Drawing on their legacy as an IPA powerhouse, Green Flash introduces Remix IPA – a new, single IPA showcasing old-school hops and a modern IPA flavor profile. It offers craft beer consumers the hop character and quality they have come to expect from the brewery that trademarked West Coast IPA. Remix IPA features piney and dank flavors from Green Flash’s “legacy hops” – Cascade, Columbus and Summit. The metallic gold packaging offers a dynamic brand story that draws a parallel between hip-hop DJs and the Green Flash brewers – suggesting that the brewing team is skillfully re-mastering both ingredients and process to create the brand’s next big hit. ABV: 6.2% Packages/Availability: Year‑round; draught available now, 12 oz. cans in January, 19.2 oz. cans in February

Twin Lakes Cans This winter, your favorite Twin Lakes brews will be available in portable 12 oz. cans! Available now: Blue Water Pilsner, inspired by the lagering traditions of mid-19th century German immigrants, this pilsner presents a straw pale color with a clean crispness and light body. Following in January: Greenville Pale Ale, a medium-bodied brew with hints of floral-citrus hops in the aroma, a delicate balance and clean finish; Caesar Rodney Golden Ale, a light-bodied, balanced ale, with a toasty, biscuit-like flavor and a noble hop character and Tweeds Tavern Stout, an opaque, dark ale with a balanced body and mellow, milky and surprisingly mild flavor. Availability: Year‑round

Magners Original Carbonation Change Due to recent changes in cider carbonation laws, the carbonation level of Magners Original is now higher to match the carbonation level of Bulmers in Ireland. All Magners Original packages are effected by the change (12 oz. bottles, 16.9 oz. cans and draught). The carbonation of Magners Pear did not change.

Authenticity is at the core of the Magners brand and they believe this change enhances the taste of the liquid.

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SeasonalSELECTIONS When Demand Exceeds Supply Many of our craft seasonal and specialty releases are available in limited or extremely limited quantities.

Breweries only produce a certain amount of their specialty beers and Origlio does all they can to get as much product as possible. In addition, this publication is compiled months prior to the decision made by the brewery to allocate their products to the wholesaler.

Variations in production for some of these limited release offerings will fluctuate, resulting in lower quantities than anticipated.

If you are interested in something you see in this publication and it is out of stock when you place your order, please contact your Origlio Sales Representative to discuss a similar option.

Origlio also sends out an email blast weekly to inform customers of seasonal offerings that are widely available to you, immediately.

If you are interested in receiving the weekly email blast, please send your email address to socialmedia@origlio.com.

Henry’s Hard Sparkling Strawberry Kiwi Just in time for the New Year, Henry’s Hard Sparkling is launching a new, limited-edition, strawberry kiwi flavor. But don’t look for this new sparkling water in bottles, Henry’s Hard Sparkling is now available in newly-designed slim cans. ABV: 4.2% Package: 12 oz. cans only Availability: March

Blue Moon Summer Honey Wheat Award-winning Blue Moon Summer Honey Wheat is back for a limited time this spring/ summer. Crafted by Blue Moon Brewmaster Keith Villa, over 20 different honeys were tasted before finding the perfect ingredient for a subtle sweetness and balanced aroma.

ABV: 5.2% Packages: 12 oz. bottles and draught Availability: March

SeasonalSELECTIONS Redd’s Limited Pick Strawberry Ale

Samuel Adams American Craft Lagers

Due to high demand, Redd’s is bringing back their popular Strawberry Ale, just in time for spring. Strawberry Ale has a deep golden hue, with a sweet strawberry aroma & taste and a crisp, clean finish, with a hint of apple. This Limited Pick flavor is the perfect beer to sip all season. ABV: 5% Packages: 12 oz. bottles and 16 oz. cans Availability: March

The Samuel Adams American Craft Lagers variety pack offers consumers exclusive, classic and new beers.

The mix includes a range of styles and flavors to satisfy various palates and preferences: Boston Lager, Fresh as Helles, Noble Pils, Kellerbier, Coffee Black Lager and Smoked Lager.

Availability: Now!

Redd’s Wicked Strawberry Kiwi After much success in 2017, Redd’s Wicked Strawberry Kiwi is making a wicked comeback this spring.

Wicked fans can ramp up the night with this bold, daring flavor for a limited time.

ABV: 8% Packages: 10 oz. cans and 24 oz. cans Availability: March

Lucky Traveler Blackberry Shandy Parading into the season is the grand marshal of spring – Lucky Traveler Blackberry Shandy.

This captivating style commands attention with its purple hue, berry aroma and refreshingly fruity flavor. Don your beads, costumes and all things green because this beer is brewed for spring celebrations! Lucky Traveler is an American craft wheat ale made with real blackberry for a refreshingly unique shandy.

ABV: 4.4% Packages: 12 oz. cans and draught Availability: January

Limited Edition Guinness Gilroy Sloth Cans Crisp and refreshing, the soft citrus of orange blossom adds a bright accent to the slightly sweet malt notes in this helles lager, leading to a round, smooth finish.

ABV: 5.3% Package: 12 oz. bottles only Availability: January

This winter, Guinness Draught Stout will be available in special, limited edition collectible cans, celebrating the famed Guinness campaigns of the 1930s and ’50s. These iconic images will surprise and delight consumers and drive incremental sales of Guinness. Package: 14.9 oz. cans only Availability: January

Samuel Adams Cold Snap

Mike’s HARDER Watermelon

Samuel Adams Fresh as Helles

Cold Snap is back again as Sam’s spring seasonal! Golden and lively, the crisp character of this unfiltered white ale gets a kick from a bright blend of spring spices. Orange peel and plum add subtle sweetness, while coriander contributes a peppery bite, creating a refreshing flavor that signals spring is on its way. ABV: 5.4% Packages: 12 oz. bottles, 12 oz. cans and draught Availability: January

Hold on for an intensely refreshing blend of ripe, juicy watermelon and tart lemonade. The liquid is dark pink in color and the aroma is of freshlycut, ripe watermelons. Unlike the overly sweet, candy-like profile of other watermelon beverages, HARDER Watermelon delivers an authentic, mouth-watering watermelon taste before finishing clean, with no lingering sweetness.

HARDER Watermelon is here for a good time, not for a long time, so get it before it’s gone! ABV: 8% Package: 23.5 oz. cans only Availability: January www.origlio.com HeadyTimes v.97 13

SeasonalSELECTIONS Harpoon Fresh Tracks Hop-forward without being bitter, this single hop pale ale showcases the piney, citrusy character of Centennial hops. Bright and golden, light and drinkable, the subtle malt flavor lets the hops shine. Hibernation be damned – get outside and make some fresh tracks! ABV: 6.2% Packages: 12 oz. bottles and draught Availability: January

UFO Apricadabra With a new year full of new possibilities, the spring can be a magical time. So, ladies and gentlemen, be sure to pick up UFO Apricadabra for your explorations, cocktails and recipe concoctions. Brewed with just the right touch of apricots, the subtly sweet hefeweizen is juicy and refreshing. Ta-da! ABV: 4.8% Packages: 12 oz. bottles, 12 oz. cans and draught Availability: January

UFO Jet Pack Harpoon Opener Mix Packs Crack open the New Year with Opener Mix Packs!

Harpoon’s fresh, new spring variety packs, available in cans and bottles, include: Fresh Tracks, The Craic, new House Golden and IPA. Availability: January

Launch in to the New Year with the UFO Jet Pack! The 12-pack of 12 oz. cans includes: new UFO Apricadabra, UFO White, UFO Hefeweizen and UFO Raspberry.

Your flavor adventure awaits!

Availability: January

Sly Fox Odyssey Imperial IPA

Harpoon The Craic This hybrid ale combines two classic styles – IPA and Irish red ale – to create a unique and flavorful beer. ­The malt combination commonly used in Irish red ales brings a toasted, malty flavor that balances the citrusy and fruity character of the hops. And this year, it’s available in cans! ABV: 6.9% Packages: 12 oz. bottles, 12 oz. cans and draught Availability: January

In the cold, dark throes of winter, one beer emerges as a beacon of bright, hoppy light.

Odyssey Imperial IPA is a big, bold beer that can stand up to winter’s chill. Each year, Sly Fox brewers choose a new and exciting blend of hops for this seasonal treat. IPA lovers are sure to enjoy this year’s brew that is bursting with brilliant hop flavors and aroma. ABV: 8.4% Packages: 12 oz. cans and draught Availability: Now!

Sly Fox Mudlust Coffee Porter This new and invigorating seasonal brew from Sly Fox harnesses the power and spirit of your morning cup of joe and marries it with the roasted malt magic of a robustly crafted porter. The result is a smooth, inviting brew that will have you hooked after just a sip. ABV: 6.4% Packages: 12 oz. cans and draught Availability: Mid-January

Narragansett Del’s Shandy A crisp and thirst-quenching combination of ’Gansett’s award-winning Lager with Del’s lemon concentrate, Del’s Shandy has just the right balance of malty sweetness and citrus tartness. One sip leads to another.

Taste and enjoy for yourself… it’s refreshingly different! ABV: 4.7% Packages: 12 oz. cans, 16 oz. cans and draught Availability: March

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SeasonalSELECTIONS Sierra Nevada Hop Bullet A hard-hitting blast of bold hop flavor, Sierra’s new DIPA is brewed with a doublebarrel blast of magnum hops. ABV: 8% Packages: 12 oz. bottles and draught Availability: January

Sierra Nevada Bigfoot Barleywine-Style Ale Bigfoot is a beast of a beer, brimming with bold, bittersweet malt flavor and heaps of wholecone Pacific Northwest hops.

First introduced in 1983, Bigfoot is a cult classic, prized by beer collectors. Drink it fresh or cellar it in a cool, dark place to taste as the flavors develop over time. ABV: 9.6% Packages: 12 oz. bottles and draught Availability: January

Sierra Nevada 4-Way IPA Mixed Pack For more than 30 years, Sierra’s been pushing the boundaries of hop-forward beers. This collection of IPAs is their gift to consumers. The 4-Way IPA pack features: Tropical Torpedo IPA, Flipside Red IPA, Know Good IPA and No Middle Gound Coffee IPA. Availability: January

Sierra Nevada Experimental Hop Pack Sierra Nevada is always on the hunt for exciting hop flavors, and recently their search led to the Pacific Northwest and straight to the source of bold new hops. These varietals are so new, they are only known by numbers, but they just might be the next big thing in beer.

Jump in and get acquainted with these cutting-edge experimental hops in four new hop-heavy beers. Sierra’s exciting Experimental Hop Pack includes 12 oz. cans of: IPA, Session IPA, Pilsner and Double IPA. Availability: Mid-January

Shiner Birthday Beer 109 Farmhouse Rye In Shiner, TX, they raise their glasses to tradition. So for Shiner’s 109th birthday, they’re celebrating with a limited-edition beer inspired by the homemade brew enjoyed after a long day in the fields. Shiner Farmhouse Rye is made with Munich wheat and rye, then coarsely filtered for a hazy and flavorful finish.

ABV: 4.3% Package: 12 oz. bottles only Availability: January

Shiner Ruby Redbird Popping the top on this brew is like slicing into a ripe Texas ruby red grapefruit. A bold kick of ginger combines with the citrus for a tart, refreshing lager. ABV: 4% Packages: 12 oz. bottles, 12 oz. cans and draught Availability: February

Shiner Strawberry Blonde Shiner, TX is known for beer. Poteet, TX is known for strawberries. This winter, the best of both worlds come together in one tasty beer. Brewed with juicy, homegrown strawberries from the strawberry capital of Texas – and a mix of pale and wheat malts for a crisp finish – Shiner Strawberry Blonde is ripe for the drinking. ABV: 4.3% Packages: 12 oz. bottles, 12 oz. cans and draught Availability: February

Dogfish Head Romantic Chemistry This serious IPA is brewed with an intermingling of mangos, apricots & ginger and then dry hopped with three varieties of hops. Romantic Chemistry opens with tropical fruit and hopforward aromas followed by flavors of sweet pit fruit, mango and ginger. ABV: 7.2% Packages: 12 oz. bottles and draught Availability: January

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SeasonalSELECTIONS Ballast Point Red Velvet Red Velvet is a mind-bending beer. Like the cake that inspired it, the deep red color comes from beets, which add a rich, earthy character that complements the chocolate flavor and aroma. The foamy head of the nitro pour is the “icing”, adding a creamy smoothness to the mouth feel. But this liquid dessert still finishes like a beer – not sweet, but just as satisfying. ABV: 5.5% Packages: 12 oz. bottles and draught Availability: January

Ballast Point Tongue Buckler Tongue Buckler Imperial Red Ale doesn’t pull any punches. This is a big brew with hops and malt in extreme abundance. The IBUs alone test the limits of your palate. While the timid should take warning, Tongue Buckler generously rewards the bold with an exceptional ale experience. ABV: 10% Packages: 12 oz. bottles and draught Availability: February

Stone Loral & Dr. Rudi’s Inevitable Adventure Double IPA Stone’s special release series for 2018 kicks off with a double IPA featuring Loral and Dr. Rudi hops. These unlikely partners join together in an inevitably delicious combination of floral, citrusy and resiny hop notes, backed up by a bold bitterness.

ABV: 8.9% Packages: 12 oz. bottles and draught Availability: January

Stone Exalted IPA The first in the new seasonal Stone Hop Worship series, Stone Exalted IPA features Loral & Citra hops in blessed unity. This series will showcase the simple harmony found in pairs of only two hop varieties.

ABV: 7% Packages: 12 oz. cans and draught Availability: February

Ballast Point Aloha Sculpin IPA With Aloha Sculpin, the addition of Brux Trois yeast turns Ballast Point’s award-winning IPA into a tropical oasis, with bright and refreshing notes of guava, pineapple, mango and cherry bitters. This experimental yeast also adds a slight haze to the beer, creating a smooth mouth feel to round out its juicy character.

Simply put, this is paradise in the palm of your hand. ABV: 7% Packages: 12 oz. bottles and draught Availability: March

Evil Genius New Phone, Who Dis? This caramel macchiato porter is brewed with American barley, caramel & chocolate malt, and a touch of dark wheat. It’s gently hopped with American & German hops, and then infused with coffee and caramel. New Phone, Who Dis? Is full-bodied, smooth and robust, with notes of sweet caramel, mocha and chocolate. ABV: 6% Packages: 12 oz. bottles and draught Availability: January

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21st Amendment Baby Horse Baby Horse is a full-bodied Belgian quad with fine spices in the nose over the sweet malt base and warming finish. This recipe is a dialed down version of the 11% Baby Horse that 21st Amendment brews at their San Francisco pub. The beer has always been a small batch, draught only pub beer, and a favorite among their guests.

This is the first time it is being canned and offered to the masses.

ABV: 9.5% Packages: 12 oz. cans and draught Availability: Limited quantities in January

21st Amendment Sneak Attack Sneak Attack brings a boatload of bravado in this Belgian-style farmhouse ale. Dry hopped with whole, organic cardamom pods, this saison has an assertive spiciness that screams, “In your face, winter!” The perfect antidote to the big beers of winter, Sneak Attack is crisp, dry and palate cleansing. ABV: 6.2% Packages: 12 oz. cans and draught Availability: January

SeasonalSELECTIONS Great Lakes Conway’s Irish Ale Arrestingly smooth with a rap sheet of toasty biscuit and caramel malt flavors, this Irish ale is great with corned beef or stew after a hard day’s work. ABV: 6.5% Packages: 12 oz. bottles and draught Availability: January

Great Lakes Cloud Cutter New for 2018, Cloud Cutter’s bursts of juicy citrus zip across friendly, lightly filtered wheat skies in this high-flying tribute to the historic Cleveland Air Races, which once starred the stubby and bright Gee Bee R-1 race plane featured on Cloud Cutter’s label. ABV: 5.1% Packages: 12 oz. bottles and draught Availability: March

Great Lakes Hop Madness Great Lakes’ Double IPA is now even hoppier, with a higher ABV and more IBUs. Only a deranged brewer would dare add more hops to this devious drink. But beware! Hop Madness is back from the lab and hoppier than ever! Hopheads, fortify yourself for this dry-hopped DIPA’s shockingly juicy aromas and hair-raising bitterness – if you dare! ABV: 9% Packages: 12 oz. bottles and draught Availability: March

2SP Rolled Out This creamy, low IBU oatmeal stout is robust and fullbodied with a silky mouth feel (if 2SP’s head of sales were a beer…). ABV: 5% Package: Draught only Availability: Now, in limited quantities

2SP Zoltan The Imperialist Made with Cascade, Chinook and Centennial hops, this American red ale has a great balance between sweet caramel malts and classic American hop bitterness, allllll the way through from the aroma to the finish. ABV: 7.2% Package: Draught only Availability: Limited quantities in January

Weyerbacher Wingman Possessing all of the same qualities as the best wingman, this easy-drinking, flavor-forward pale ale is the perfect companion for anything! Brewed with Calypso, Ekuanot and Denali hops that lend hints of stone fruit and soft citrus, Wingman comes in at 4.5% ABV so you can go the distance, too! ABV: 4.5% Packages: 12 oz. cans and draught Availability: January

Weyerbacher Funky Monks Weyerbacher is bustin’ out a new groove based on the famous Merry Monks riff! Their Belgian-style tripel lays the foundation that allows the electrified zing of tartness to shine through. The addition of Sovereign and Rakau hops, coupled with a crisp, dry tartness, blend harmoniously with the everpresent Belgian notes of subtle spice, ripe pear and banana. ABV: 9.3% Packages: 12 oz. cans and draught Availability: January

Weyerbacher Sunday Morning Stout Sunday Morning Stout is an American Imperial stout aged in bourbon barrels.

Aromas of roasted coffee and bourbon awaken your senses, while their flavors blend with hints of chocolate, roasted malt, vanilla and caramel. The perfect cap to Saturday night or start to Sunday morning. ABV: 12.7% Packages: 12 oz. bottles and draught Availability: February

Weyerbacher Insanity Insanity is Weyerbacher’s Blithering Idiot aged in oak barrels. The barrel aging imparts an additional level of complexity to an already intense malt profile by adding a combination of vanilla, oak and whiskey notes.

ABV: 13.3% Packages: 12 oz. bottles and draught Availability: March

Weyerbacher Mean Squeeze Mean Squeeze is a New England-style IPA brewed with pilsner malt and oats.

Featuring Denali and Galaxy hops, this hazy, juicy IPA has pineapple, citrus and pine notes. ABV: 7% Packages: 12 oz. cans and draught Availability: March www.origlio.com HeadyTimes v.97 17

SeasonalSELECTIONS Cape May Always Ready Cape May is home to the Coast Guard, and the brewery salutes those who are Always Ready with this American pale ale that has brilliant aromas of orange & tangerine and a medium body, thanks to the addition of wheat and oats. Like the Coasties, this brew is Always Ready.

ABV: 4.8% Packages: 12 oz. cans Graphic for Always Ready was not and draught Availability: January

Saranac S’More Porter Inspired by the campfire treat, this porter combines the best of both worlds: S’mores and beer! It’s so good you’ll be begging’ for S’More! ABV: 6.2% Packages: 12 oz. bottles and draught Availability: January

available at the time of print

Cape May Snag & Drop Dank and resinous, Snag & Drop is a lupulin-laden beast. With hints of pine and orange citrus in the background, this alluring Triple IPA is packed to the gills with some of the stickiest and most pungent hops. Snag & Drop is waiting to lure you in and snag you like a trophy fish. ABV: 10% Packages: 16 oz. cans and draught Availability: January

Saranac The Irish Roots Pack Saranac’s spring 2/12 pack returns! The Irish Roots Pack includes: Irish Stout, a dry stout with a smooth, slightly roasted taste that makes for an easy-drinking ale; Irish Red Ale, made with select malts that are crystalized, caramelized and delicious-ized to develop a wonderful, roasty sweetness and a rich, deep garnet color; new Irish Golden Ale, brewed with flaked oats and biscuit malts, providing sweet, nutty and toasted flavors, with smooth caramel and floral hops and Irish Lager, a pale lager with notes of toasty, biscuity, sweet malts and a touch of floral-herbal hops – perfect for blending with Saranac Irish Stout.

Availability: January

Saranac Irish Red Ale A Saranac classic, this ale is brewed with lager-type hops for a mild bitterness that allows the malts to come forward. Slainte!

ABV: 4.5% Packages: 12 oz. bottles and draught Availability: January

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Heavy Seas Siren Noire Siren Noire is not your father’s chocolate stout.

Almost three pounds of Belgian coco nibs are used per barrel to make this beer, and it’s aged for five weeks in bourbon barrels with vanilla beans added. A mix of dark malts gives Siren Noire a well-rounded body that is decidedly chocolaty, without being extraordinarily sweet. Brewers Gold hops contribute an earthy spiciness, with notes of black currant.

ABV: 9.5% Packages: 12 oz. bottles and draught Availability: January

Heavy Seas The Alpha Effect With a lightning strike of exotic hops, The Alpha Effect is a hazy and dank IPA, thundering with juicy hop aroma and flavor. With a hefty 7% ABV, The Alpha Effect has enough malt to balance the ridiculous amount of hops used to create this category 5 monster. Hazy, but never muddy, this is an expertly brewed IPA. Take cover, The Alpha Effect is in effect!

ABV: 7% Packages: 12 oz. bottles and draught Availability: February

Allagash Pastiche Pastiche is a barrel-aged blend of four different ales in twice as many barrels. The beers in this blend use various local malts and were created specifically for Pastiche by Allagash’s team of senior brewers. Barrels included in the aging process were: rye whiskey barrels, vermouth barrels, port barrels, rum barrels, bourbon barrels, red wine barrels, gin barrels and brandy barrels. After aging the beers between three and four months, the brewers got together and blended them all into a single, unified whole, resulting in this complex amber beer. ABV: 8.5% Packages: 750 ml bottles and draught Availability: January

SeasonalSELECTIONS Lagunitas Undercover Investigation Shut-down Ale This malty, rich beer with a snappy hop finish, truly defies style… Imperial mild?... uber ESB?... We do know for sure that it is unforgiven and unrepentant. ABV: 9.6% Packages: 12 oz. bottles and draught Availability: January

Lagunitas Cappuccino Stout Brewed with boatloads of roasted coffee in each batch for that extra krunk, this mondo coffee stout will leave you wondering whether you’re coming or going. ABV: 9.5% Packages: 22 oz. bottles and limited draught Availability: January

Lagunitas Dry Hopped Censored This malty, roasty, amber-esque ale has been brightened up with a generous dry hopping for an extra kroniky krunk. ABV: TBD Packages: 12 oz. bottles and draught Availability: Bottles in January, draught in April

Lagunitas Dark Swan Dark Swan is a sour ale fermented with Petite Sirah red wine grapes, which gives it its uniquely deep, rich purple hue. It then receives the signature Lagunitas treatment – a healthy dose of experimental dry hops. It’s smooth, slightly sour and superbly strange. This might just shock your taste buds! ABV: 8.5% Packages: 12 oz. bottles and draught Availability: Bottles in February, draught in March

Lagunitas Lucky 13 This ultra-mega-mondo red ale was first made for Lagunitas’ anniversary in 2006 to celebrate 13 years of brewing ultra-mega-mondo ales.

ABV: 9.5% Packages: 22 oz. bottles and limited draught Availability: March

Sixpoint HI-RES With massive amounts of late-addition, new-age hops, HI-RES magnifies juicy hop character to the limits of human perception, testing your palate’s ability to comprehend the tiny particles in hops, and the insane flavors they produce. Think of HI-RES as both micro and macro… zooming in on hops’ tiny lupulin glands, while balancing the complex flavors of malt body, with a huge dose of hop juice.

ABV: 11.1% Packages: 12 oz. cans and draught Availability: January

Sixpoint LO-RES LO-RES is juice-forward and clean, for when you want that dose of resin, but don’t want the same… pixelation. ABV: 4.5% Packages: 12 oz. cans and draught Availability: February

Green Flash CaCow Milk Stout Inspired by the flavors found in chocolate milk, Green Flash’s Virginia Beach Genius Lab team set out to brew a luscious, creamy milk stout. Lactose was added to create a distinctly opulent new beer – the first of its kind in the brewery’s lineup.

Layers of chocolate and Munich malts add roasty sweetness, while CaCow’s dark, full-bodied liquid offers thick foam and lacing that lingers. Toasty and decadent notes of coffee unfold in this beer, offering sweet flavors of nostalgic chocolate milk perfection. ABV: 6.3% Package: Draught only Availability: January

Woodchuck Pear Ginger Pear Ginger delivers a crisp, pear cider bursting with fresh ginger. ABV: 5% Packages: 12 oz. cans and draught Availability: January

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SeasonalSELECTIONS The Lost Abbey Serpent’s Stout Serpent’s Stout, a massive Imperial stout, is one of the biggest beers Lost Abbey makes.

Visions of a perfect cup of Arabica poured by your favorite Barista will awaken as you take in the aromas of dark cocoa and freshbrewed coffee. Beginning with a caramel-like sweetness, the beer evolves into a fullbodied, roasted-oak finish. A percentage of this beer is fermented in bourbon barrels, adding to the richness of the flavor profile.

Serpent’s Stout creates a perfect balance of bitter and sweet, with just a touch of alcohol to help keep you warm during the winter months. ABV: 11% Packages: 750 ml bottles and draught Availability: Limited quantities in January

The Lost Abbey Bat Out of Hell Formerly known as Track #10, Bat Out of Hell, with scores of 100 on RateBeer and 98 on Beer Advocate, is a barrel-aged version of Serpent’s Stout.

It’s aged on vanilla beans, coffee and cacao nibs in bourbon barrels. This huge beer offers layers of dark roasted espresso, creamy caramel and milk chocolate followed by a bite from the bourbon barrels and a smooth, sweet, vanilla oak finish. ABV: 13.5% Packages: 375 ml cork-finished bottles and draught Availability: Limited quantities in January

The Lost Abbey Carnevale Ale A light-bodied saison with additions of Amarillo and Simcoe hops, Carnevale is bottleconditioned with Brettanomyces. Beginning with a moderately spicy nose, with hints of tropical fruits, toasted biscuits & a slight sweetness and moderate hop presence, the Brett brings a level of funk and dryness on the back end. A beer meant to be cellared, Carnevale’s complexity grows with time as the citrus notes tend to wane and the wild yeast takes over. ABV: 6.5% Packages: 750 ml bottles and draught Availability: February

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Port Brewing Nelson The Greeter Paying homage to a rather (in)famous surf spot/clothing optional beach in San Diego, Nelson The Greeter is the newest hoppy offering from Port Brewing. Using the brash flavors of Nelson hops to lead the charge, The Greeter has a strong, hop-supporting cast using Denali, Lemon Drop and Mosaic varietals to round out this IPA. Notes of gooseberry and passion fruit dominate the nose, with clean tangerine and freshlycut stone fruit notes leading to a smooth, bitter, citrus finish. ABV: 5.8% Packages: 16 oz. cans and draught Availability: February

The Hop Concept Hop Freshener New Hop Smell The latest in the Hop Freshener Series, New Hop Smell is a West Coast DIPA overflowing with hoppy goodness. Strong aromas of stone fruit and pine lead to a citrusy explosion, freshly cut grass and a smooth, but spicy, hop finish.

ABV: 8.5% Packages: 22 oz. bottles and limited draught Availability: January

The Hop Concept Hop Freshener Dank & Sticky IPA Brewed with Eureka, Mosaic, Cascade, Comet and Simcoe varietals, Dank & Sticky is a nod to the original West Coast-style IPA. Dank & Sticky begins with freshly peeled citrus zest and piney aromas on the nose, leading to a smooth and slightly creamy mouth feel, bursting with grapefruit and mango notes, with a considerable “Dank” resinous finish. ABV: 8.5% Packages: 16 oz. cans and draught Availability: March

SeasonalSELECTIONS Abita Creole Cream Ale Abita’s unique take on a true American style, Creole Cream Ale is brewed with pale malted barley for a slight sweetness and Louisiana purple rice for a crisp, dry finish. ABV: 5% Packages: 12 oz. bottles and draught Availability: March

Peak Spring IPA The sun will be shining, the tree’s will be budding and the hops will be bursting when you crack open a can of this New England-style session IPA. Bright, citrusy and dripping with hop juice, Spring IPA sings with notes of tangerine from a blend of Calypso and Citra hops. ABV: 4.7% Packages: 12 oz. cans and draught Availability: February

Peak Sweet Tarts New York Cherry Sour Ale Sweet Tarts Cherry marries crisp, fruity goodness, with a touch of sour, for an entirely refreshing beer. The local New York-grown cherries combine with a rosé-like effervescence to create a tartness that teases your taste buds.

This one hits you with the right amount of flavor in a perfectly light body. ABV: 4.6% Packages: 12 oz. cans and draught Availability: Now!

Peak Ripe If you’ve been dreaming about a juicy double IPA that is absolutely dripping with freshcut fruit and citrus hop flavors, then you’ll love Ripe. Peak’s newest DIPA features an immoderate dose of El Dorado and Azacca hops. It’s bold and tropical in flavor, while still being phenomenally drinkable.

ABV: 8.2% Packages: 16 oz. cans and draught Availability: Limited quantities in January

Dock Street Winter Haze Pale Ale The winter version of Dock Street’s seasonal pale ale showcases spelt and wheat malts, orange peel and an abundance of Simcoe hop additions.

ABV: 5.2% Packages: 16 oz. cans and draught Availability: January

Dock Street Sexy Beast Chocolate Stout This burly stout is strongly influenced by the creative and artistic nature of Belgian brewing. Sexy Beast, brewed with European malts, Sterling and East Kent Golding hops and fermented with a Belgian Abbey yeast strain, is a velvety ale – silky-smooth from the addition of 22 pounds of Belgian chocolate (100% cocoa, no added sugar).

ABV: 7% Package: Draught only Availability: Limited quantities in January

1911 Honeycrisp Hard Cider After being voted the #1 Orchard in America for the second time in three years by USA Today, 1911 Hard Cider is excited to offer their most popular seasonal, Honeycrisp, in a 16 oz. can! Made from 100% estate-grown Honeycrisp apples, this cider offers a naturally sweeter taste profile, with minimal residual sugar. ABV: 7% Packages: 16 oz. cans and draught Availability: February

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Available Year-Round PERFECT FOR THE SEASON Verdi Spumante

Guinness Draught Stout

Perfect to ring in the New Year, or to enjoy at any occasion, Verdi Spumante is deliciously sparkling and zesty, with a soft and fruity flavor. Its elegant taste appeals to all… and its re-sealable cork closure preserves the sparkle until you’re ready for the next glass.

You just can’t celebrate St Patrick’s Day without a pint or two of this superb, Irish stout. Dark and beautiful, with a light body and roasted, chocolaty elegance, Guinness Draught Stout has been brewed in Dublin since 1759. An experience for the senses, Guinness is ruby-black in color with an incomparable, mildly bitter, dry mocha-espresso taste.

Romance this Irish brew by serving it with hearty stew, oysters, corned beef, caviar or chocolate. The bitterness of the roasted barley cuts through, right to the full flavor of the food. ABV: 4.2% Packages: 11.2 oz. bottles, 14.9 oz. cans and draught

Verdi Spumante cocktails make the perfect brunch companions.

Classic Verdimosa 2 oz. Verdi Spumante 1 oz. Figenza Mediterranean Fig Vodka 1 oz. blood orange juice (Garnish with an orange slice) Sunny & Bubbly 3 parts Verdi Spumante 1 part pink lemonade vodka

Unibroue La Fin du Monde As a two-time consecutive winner of the award for World’s Best Triple Style Ale at the World Beer Awards in the UK, Unibroue’s flagship beer offers both subtlety and strength.

La Fin du Monde’s chorus of fruit, spice and hop notes make this highly-effervescent “liquid gold” so distinctive. ABV: 9% Packages: 12 oz. bottles, 25.4 oz. bottles and draught

Sly Fox O’Reilly’s Stout O’Reilly’s is an Irish-style draught stout poured with nitrogen for a rich, creamy pint. Brewed with imported pale and British roasted barley and hopped with Cascade and East Kent Goldings, it’s the perfect beer for this time of year. Black in color, light-bodied and roasty dry, O’Reilly’s is very drinkable.

ABV: 3.6% Package: Draught only

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Chimay Première (Red) This authentic Trappist beer (meaning it’s brewed within the walls of a Trappist monastery under the supervision and responsibility of the monastic community) is the oldest of the Chimay beers. With a beautiful coppery color, a light, fruity apricot aroma and creamy head, Première has a perfectly balanced taste that confirms the fruity notes detected in the aroma. ABV: 7% Packages: 11.2 oz. bottles, 25.4 oz. bottles and draught

Allagash Curieux First brewed in 2004, Curieux was Allagash’s first foray into barrel aging. This intriguing beer is made by aging Allagash Tripel in bourbon barrels for seven weeks in cold cellars. The aged beer is then blended back with a portion of fresh Tripel. The resulting rich, golden ale features smooth notes of coconut, vanilla and a hint of bourbon.

ABV: 11% Packages: 25 oz. bottles and draught

Cape May Devil’s Reach Now available in cans year‑round, this Belgian beast’s complexity and character come from a robust Belgian yeast.

Deceptively simple, fruity and light, caution is demanded because before you know it, Devil’s Reach has swallowed you whole.

ABV: 8.6% Packages: 12 oz. cans and draught

Programs

Twice in a Blue Moon Get ready to raise a glass twice to a rare sight in the sky. Between January and March, our calendar and the lunar calendar will be out of sync, not just once, but twice, creating a “Double Blue Moon.” And what

better beer to celebrate with than Blue Moon? At retail, Blue Moon POS tools will promote this rare lunar phenomenon, while on-premise, bartenders are encouraged to create Blue Moon drink specials.

Keystone Light is Owning the ’Stone Last year, Keystone Light launched a refreshed look featuring simple can designs and a new secondary packaging. This spring, Keystone Light will continue

its focus on an equity-driven program of “owning the ’Stone” – through the use of bold retail POS that (literally) breaks through.

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Programs Pacifico Proudly Sponsors Burton U.S. Open Snowboarding Championships

Pacifico 2018 National TV Campaign For decades, beer lovers who appreciate Pacifico’s crispness, drinkability and unique origin have spread the word about the brand.

In 2018, Pacifico will return to the slopes for the 6th year as the “Official Beer Sponsor” of the Burton U.S. Open Snowboarding Championships. To leverage this exciting partnership, there will be a national retail promotion with on and off-premise POS, including a consumer sweepstakes, where a lucky winner will attend the 2018 USOS event in Vail, CO. To activate at retail, Pacifico will be backed by a 360-degree plan, with impactful POS, to help drive consumer demand in both the on and off‑premise.

Word of mouth has gotten Pacifico pretty far, but it will get an extra boost this year. For the first time, Pacifico will have a full, national TV plan in 2018, which will cover every single market across the U.S. In all, Pacifico will receive 18 total weeks of TV activity from March to October, with no more than a two week hiatus in between. During that time, Pacifico is positioned to be a top 10 national beer advertiser.

The national advertising campaign coincides, and will help support, the national launch of Pacifico 12 oz. cans. The cans will be highlighted in all communications – from TV, to social, to POS. Considering the growth Pacifico has achieved recently, without this level of support, it’s safe to say the future of this brand is as bright as its eyecatching yellow cans.

Of the top 25 high-end brands last year, Pacifico was the fastest growing during the winter. In markets where Pacifico received full coverage media last year, the brand saw its dollar sales jump an average of 21% vs. the prior year.

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Corona Partners with Philadelphia 76ers Corona is excited to announce an official partnership with the Philadelphia 76ers that gives the nation’s No. 1 imported beer the ability to use the team’s name and logo in marketing, advertising and other promotions.

The partnership creates a slam-dunk opportunity for retailers to leverage the power of the 76ers to drive interest and engagement in the Corona brand, statewide, like marketing programs and special events including exclusive fan experiences and unique POS. This marks Constellation’s first major sponsorship in the area. The Origlio and Constellation sales teams are eager to bring a comprehensive and powerful “right to marks” and execution program to retail.

Programs Heineken and Soccer Are Made For Match Day For Heineken, soccer isn’t just a game. It’s not just a sport you gather with friends to watch. It’s not just a reason to get wild in a pub, while you wear your club’s colors on your sleeve.

Heineken knows soccer like the back of its hand and the top of its foot, and wants to make sure you know the only way the beautiful game should be watched, is with Heineken.

Enjoy The Game with an All-Star Roster All year, fans count down the days until the first kickoff of the football season. While Dos Equis is the Official Beer Sponsor of the College Football Playoff, the Heineken USA portfolio is keeping the excitement of the game going after the National Championship and into the Big Game.

They’re getting fans ready for the Big Game and keeping them tuned in to the playoffs with custom on and off-premise POS displays. By enhancing the football viewing occasion for sports fans all season, HUSA is ending the postseason bigger than ever and ensuring your sales come out on top.

In 2018, Heineken will dominate the soccer field by producing national visibility creative and regional focused POS. Our region will have custom Philadelphia Union POS to be leveraged in the market.

So no matter who you support, no matter whose flag you fly, everyone should be able to agree that when it’s match day, the only way to do it is with Heineken.

Claim Your Corner with Tecate 2017 has been a huge year for boxing. As 2018 approaches, with more belts at stake, Tecate wants to make sure the excitement for the sport goes the distance throughout the upcoming year.

That’s why they’re evolving their top contending boxing program, so fans, Tecate in hand, continue to gather for every fight and decide who will run the ring. The bell has rung once again. The time has come to Claim Your Corner.

Savor What Matters with Strongbow Modern life is full of synthetic stress. It’s like we’ve forgotten how to savor what really matters. From the park to the patio, Strongbow reminds us that nature is everywhere – we just have to find it again. So gather your closest friends, and start searching. It’s easier than you think.

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Programs America’s Original Playoff Favorite College and pro football playoff season brings with it the passion of loyal fans, rituals and traditions that are passed down for generations. With six generations of brewing, Yuengling embodies this passion and loyalty. Yuengling Lager is the Original Playoff Favorite and a perfect fit for every playoff celebration.

Throughout January and February, off-premise shoppers can save when buying their party snacks wherever they buy their Yuengling beer by using the mail in rebate (up to $5.00) with the purchase of Yuengling brands and party essentials. On-premise game watchers can enjoy Yuengling 22 oz. football mugs and football promo prize packs. Consumers can also enter to win a Big Game Party Pack, which includes a dartboard and backer, Igloo® seat cooler and $100 Stub Hub® gift card.

The Original Game Changer Just like the underdogs of March Hoops, Yuengling knows about overcoming tough times to reach a dream. Everything changed for the historic brewery when the brewers created Yuengling Traditional Lager, The Original Game Changer. Throughout March and April, offpremise shoppers can save with a mail-in rebate offer for up to $4.00 back on the purchase of Yuengling brands. Fans can follow their brackets on-premise, while enjoying 22 oz. Yuengling Lager drafts in new Yuengling Hoops glassware and win cool Hoops-themed promo prizes. Consumers can also enter to win a courtside prize pack, which includes a Yuengling backpack, Grizzly® cooler and a $100 Stub Hub® gift card.

Be a Homebrewed Hero Program Sometimes, the best things start in your garage, and Sierra Nevada is no exception! Integrating their national advertising campaign, this off-premise program (running February 1st through March 31st) introduces the Sierra Nevada story at retail with multi-dimensional display pieces, sized to support all retail channels. In addition, shoppers have the chance to win a custom Sierra Nevada homebrew kit with one of founder Ken Grossman’s original recipes!

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Programs

Narragansett Show Us Your Hi-Neighbor!

From January through March, Narragansett wants consumers to Show Us Your Hi-Neighbor!

Off-premise, consumers can pick up the Narragansett bumper stickers at participating distributors. Each Narragansett “Hi-Neighbor” bumper sticker will have instructions on the back, letting consumers know how they can be the, “Hi-Neighbor of the Week.” POS will also include program details. Once they have the bumper stickers, consumers will post a photo of the sticker on whatever they choose to put it on (car, laptop etc.) on social media, tagging @gansettbeer using #HiNeighbor.

On-premise, “Hi-Neighbor” coasters will be available to consumers who can participate in the same photo contest using the coasters or “Hi-Neighbor” ’Gansett Lager cans in their pics. Posters will be made available that will include the program information.

From the pool of tags, one weekly prize winner (the Hi-Neighbor of the Week) will be selected throughout the 13 weeks. Weekly winners will receive a “Hi-Neighbor” prize pack including a ’Gansett brewery worker shirt, hat, pint glass, koozie, bottle opener and patch. One grand prize winner (chosen on April 7th – National Beer Day) will win beer for a year!

Nitro Merlin Milk Stout Milk & Cookies Firestone Walker’s Milk & Cookies pairing with Nitro Merlin Milk Stout and the Brown Butter Cookie Company’s signature cookie returns in 2018 (January – March), both in the on and offpremise this year. Off-premise, there will be a premium offer for customers to get six Brown Butter cookies for $2 to pair with Nitro Merlin Milk Stout which is available in cans for the first time ever!

Happy St. Patrick’s Day From The Orchards Of Ireland Magners will celebrate St. Patrick’s Day with increased POS and promotions focused around the holiday celebration and aligning with other authentic Irish brands.

Traditional St. Patrick’s Day items like beads, koozies and T-shirts will be available to support the efforts. Remember that Magners Original is now more highly carbonated to make it more authentic to Ireland!

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Programs Stone IPA Madness Stone’s successful March Madness-themed program is back again in 2018. The brewery, known for an unbeatable lineup of IPAs, brings classic core, new seasonal and specialty IPAs to the court. Retro-inspired POS, merchandise and décor will help make on-premise March Madness events a slam dunk.

Wells & Young’s Digital Rebate Program Rebates work! Consumers like to save money, and retailers know this. Therefore, offering cash rebates leads to increased sales. From January through April, Wells & Young’s is offering a digital rebate to consumers for $3 back on the purchase of one Wells Banana Bread (4pk bottles/ 6pk cans) or Young’s Double Chocolate Stout (4pk cans/4pk bottles).

Celebrate Valentine’s Day With Young’s Double Chocolate Stout The total U.S. spend during Valentine’s Day 2017 was approximately $18.2 billion. 54% of Americans celebrate this holiday and spend about $1.7 billion on candy! Young’s Double Chocolate Stout is a perfect addition to Valentine’s celebrations – a delicious stout with a hint of sweet.

Check out George Latella’s latest Retail Edge article, “Plan Your Work and Work Your Plan” at Origlio.com/blog/plan-your-work-and-work-your-plan George Latella teaches Food Marketing at Saint Joseph’s University in Philadelphia. Food Marketing, the largest major at Saint Joe’s, recently celebrated its 50th anniversary. Latella is also a partner in Beacon Marketing Group which provides marketing planning, research and e-commerce/direct marketing communications for food and beverage companies. He can be reached at glatella@sju.edu or 610-660-2254.

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RethinkingRETAIL Shelf Talkers “Stop the Shopper” So Why Not Download Them For Free at Origlio.com?

Simply search for a beer at Origlio.com. Click on the beer and it will take you to a description page. Hover over the shelf talker box on the upper right side. Select print. Four shelf talkers are then automatically sent directly to your printer.

“I

T WORKS FOR WINE,” SAYS Bob Sokel, Off-premise Chain and Space Planning Manager for Origlio Beverage. “There is no doubt in my mind that shelf talkers stop the shopper and influence what a browsing customer purchases. That’s why we’ve invested so much money in custom software, which automatically generates shelf talkers for each one of our products. We know that consumers like variety and want to be educated, so why wouldn’t a retailer take advantage of this free service?”

up on their cell phones… style, ABV, IBUs, taste and food pairings. There’s even a space for you to include a score from whichever source you find credible. (ABI recently purchased RateBeer.com so we thought you would want to use a score from an independent source you trust.) Beers tagged with a rating – preferably those with a score of 88 or higher, tend to sell better. You could call them “better beers” that sell at higher price points.

In other words, the beers you want to sell more of.

the beer’s story, they grab the shopper’s attention right at the point of purchase, where 70% of buying decisions are made. How cool is that?

Retailers know the importance of stopping customers in their tracks to get them to buy things that aren’t on their shopping list. A good shelf talker can do that. “When I’m in a wine store, I watch people shop. I see them drawn to a bottle because they are reading the shelf talker,” Sokel observed. “Once the bottle is in their hands, there’s a good chance it will end up in the shopping cart.”

So why should you bother downloading Origlio’s shelf talkers?

4. Guide the shopper to higher margin brands

Shelf talkers provide information that customers may be afraid or embarrassed to ask. Plus, consumers are more likely to buy a product that catches their eye. That factor outweighs promotions, coupons, recommendations and even ads according to a study by Market Force.

5. Combined with a price promotion, shelf talkers signal value, increasing sales velocity

Origlio’s eye-catching shelf talkers, with their colorful graphics and useful information, not only tell

8. Attract new customers who like the way you sell beer

Along with a full-color graphic, Origlio’s shelf talkers uniformly display the information consumers typically look

Shelf Talkers Add Another Level of Customer Service and…

1. Simplify the shopper’s decision making process 2. Highlight products with the hottest flavors and trends customers seek 3. Create a positive, “value-added” shopping experience

6. Shoppers seek strong value propositions, not always the lowest cost 7. Increase purchases made by loyal customers

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®

3000 Meeting House Road Philadelphia, PA 19154

Celebrate St. Patrick’s Day with Guinness 200th

2018 marks the St. Patrick’s Day in America for Guinness! Consumer spend rose 20% last year and exceeded $5 billion for St. Patrick’s Day. And again this year, Guinness will lead the celebration, bringing together their brewers in Dublin, Guinness adorers and a new set of drinkers, with their iconic beers. The brand is a distinct part of St. Patrick’s Day tradition, so be sure to build displays and decorate your account using thematic POS. Guinness St. Patrick’s Day programming will be supported by digital and social media advertising as well as TV ads, which will kick off the first week of March, with the heaviest weighting during the holiday week.

Guinness Give A ’Stache Drive excitement in the months leading up to St. Patrick’s Day using the famous Guinness foam mustache to engage consumers and help raise money for charity. As we all know, when enjoyed slowly, each pint of Guinness stout leaves behind a foamy mustache after the first sip. And this year, the ’stache will again be Guinness’ symbol for building bonds.

Leading into St Patrick’s Day, Guinness will donate $1 to charity (up to $100K!) for every photo shared with @GuinnessUs using #StacheForCharity on social media. Leverage Guinness’ suite of POS featuring the charitable campaign and have consumers share pictures of their ’staches – self-grown, Guinnessenhanced or drawn-on – on social media. Last year’s successful Give A ’Stache campaign raised $100K for Hurricane Harvey relief efforts.